Purpose The rapid growth of e-commerce has encouraged online retailers to adapt to the purchase behaviour of Generation Y consumers. For this purchase, the purpose of this paper is to investigate Generation Y online consumer repurchase intention in Thai context based on Stimuli-Organism-Response (SOR) model. Design/methodology/approach Data were used to test the hypotheses that Generation Y consumer online response is influenced by online environment cues and organism. In total, 401 questionnaires were collected in Bangkok through judgemental sampling and convenient sampling. SPSS 24 was used to analyse Generation Y consumers' demographic information and reliability test. Amos 24 was utilized to examine measurement model and structural equation model. Findings The findings finally revealed that website security presents the strongest influence on Generation Y consumers trust. Also, online promotion possesses the weakest association with Generation Y consumers trust. More importantly, Generation Y consumer online repurchase intention is positively influenced by the degree of trust they have towards websites. The implications of the findings for marketers are discussed. Research limitations/implications - The empirical data are limited to generate findings from a limited number of Generation Y consumers in Bangkok only. Also, the study limits itself to explore only interrelationship in the scope of SOR. Practical implications - It is suggested that in order to draw attention from and retain Generation Y consumers, online retailers should aim at strengthening trust-building in the online buyer-seller context as well as a dynamic promotional campaign. Moreover, a constellation of relevant marketing strategies is recommended. Originality/value Since there is a lack of implementation of SOR model based on the Thai context, this paper fills the gap by illustrating how SOR works in Thailand with updating findings.
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Univ Valencia, Fac Econ, Dept Mkt, Av Naranjos S-N, Valencia 46022, SpainUniv Valencia, Fac Econ, Dept Mkt, Av Naranjos S-N, Valencia 46022, Spain
Bigne, Enrique
Chatzipanagiotou, Kalliopi
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Univ Glasgow, Adam Smith Business Sch, Gilbert Scott Bldg, Glasgow G12 8QQ, Lanark, ScotlandUniv Valencia, Fac Econ, Dept Mkt, Av Naranjos S-N, Valencia 46022, Spain
Chatzipanagiotou, Kalliopi
Ruiz, Carla
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Univ Valencia, Fac Econ, Dept Mkt, Av Naranjos S-N, Valencia 46022, SpainUniv Valencia, Fac Econ, Dept Mkt, Av Naranjos S-N, Valencia 46022, Spain
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Tunku Abdul Rahman Univ Coll, Fac Commun & Creat Ind, Kuala Lumpur, MalaysiaTunku Abdul Rahman Univ Coll, Fac Commun & Creat Ind, Kuala Lumpur, Malaysia
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Univ South Carolina, Dept Retailing, Columbia, SC USA
North Carolina State Univ, Wilson Coll Text, 1020 Main Campus Dr, Raleigh, NC 27607 USAUniv South Carolina, Dept Retailing, Columbia, SC USA
Lee, Hanna
Xu, Yingjiao
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North Carolina State Univ, Wilson Coll Text, 1020 Main Campus Dr, Raleigh, NC 27607 USAUniv South Carolina, Dept Retailing, Columbia, SC USA
Xu, Yingjiao
Han, Wenna
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North Carolina State Univ, Wilson Coll Text, 1020 Main Campus Dr, Raleigh, NC 27607 USAUniv South Carolina, Dept Retailing, Columbia, SC USA